State Farm shared its social media engagement rate equation, best applied to Facebook, with the audience at Engage: Hispanics in Miami on Tuesday.
For State Farm and its partner agency Alma DDB, social media is critical to reaching Hispanic consumers. "We're truly interested in having a relationship with them," Ruben Rivera, Marketing Analyst at State Farm, told those in attendance for MediaPost's Engage: Hispanics conference, on Tuesday. "We to engage with them." And, the insurance brand takes that engagement very seriously. Closely tracking its popularity across social channels, State Farm favors content sharing, commenting, and like - in that order. It then divides by the reach particular fans to arrive at its engagement metric. Key to connecting with Hispanic audiences on social is …
Joline McGoldrick, research director, Dynamic Logic/Millward Brown, shared recent research data regarding the screen preference of U.S. Hispanics with the audience at Engage: Hispanics in Miami on Monday. Not surprisingly, the younger the generation was more mobile focused, while older generations favored television. However, it's fair to say all generations are both watching TV and using smartphones.
"Total Market" strategies have been the theme of Engage: Hispanics in Miami this morning, but what does it even mean? Despite the fact a coalition developed a definition last year, panelists still don't seem to agree on the definition.
When approaching multicultural consumer segments, marketers shouldn't go thinking about "50 Shades of Skin," according to Xavier Turpin, Director of Multicultural Marketing at Dunkin Brands. "It's wrong to label all these segments based on skin color," Turpin told attendees of MediaPost's Engage: Hispanics conference, on Tuesday. "What's more important is to put some context into who the consumer is." It's more about culture, because, as Turpin put it, "Culture is the language of marketing." Also, he said, targeting by culture is by far the most "efficient" way to segment multicultural markets. At stake, as Turpin points out, is 40% of …
Segmenting remains a natural component of multicultural marketing. Yet, top brands increasingly want separate units to share insights, and a broader strategy. It's a "total market" according to Juan Pablo Gonzalez, Senior Brand Manager of Hispanic Marketing at Coca-Cola. Among other benefits, "It gives up an opportunity to share resources," Gonzalez told attendees of MediaPost's Engage: Hispanics conference, on Tuesday. It also gives Coca-Cola the ability to establish "relevant connections [among] multicultural markets," Gonzalez said. Among other collaborations, that requires an integration of agencies, joint briefings, shared insights, while adhering to a broader strategy that starts at the c-suite level, …
At the Engage: Hispanics conference in Miami on Tuesday, Xavier Turpin, director of multicultural marketing at Dunkin Brands told the audience that Dunkin' is partnering with AIRE Radio -- a division of Spanish Broadcasting System a media and entertainment company -- to put on private concerts for the Hispanic market.
Jim Spaeth, partner at Sequent Partners, a brand and media metrics consultancy, contended that algorithms should optimize for effectiveness more so than efficiency because the latter often overlooks creative and context. He was speaking at OMMA Miami on Monday, which focused on the art and science of digital advertising, during a research presentation titled: "Put Rhythm In Your Algorithm."
It remains difficult for brands to link digital engagement to physical sales. "That's a big challenge," acknowledged Luanne Bryant, digital marketing manager at City Furniture, at OMMA Miami on Monday. "We are limited by the technology that we have in the retail establishments; the point of sale is a little old school. I think that's a huge challenge not just for us, but for retailers in general." A significant piece of the puzzle is in the process of falling into place: beacons.
Are likes, retweets, shares and other social engagement metrics valuable to a brand? If a brand is not moving toward a more personal relationship with the likers, retweeters and sharers, then they are "probably falling a bit short," contends Scott Becher of Zimmerman Advertising.